Welcome to Touchpoint Insights, MCorp Consulting’s Monthly Brand and Customer Experience Newsletter
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Call it spring fever... ...But this month’s blog topics seemed particularly suited to a growth metaphor. We’re going beyond simple concepts, digging deep and exposing the roots of both good and troublesome marketing execution.
Customers are getting more demanding, methods of tracking are growing daily, and brand consultants are pushing their clients to be more pro-active (guilty as charged!). You can either bury your head in the sand or amend your soil to yield better results with every successive crop.
You grow or you die on the vine: we’d rather see you grow.
Touchpoint Insights is a quick read that might get your juices flowing with respect to your own initiatives and challenges. Enjoy!
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The truth lies somewhere between what you think and what your customers believe.
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Mapping Diagnostics:
Identify and close performance gaps by mapping the territory between what you think is working, and what customers actually believe.
Learn More >>
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MCorp Consulting
is a research, brand and strategy consultancy that maps and improves the touchpoints between organizations and their customers, delivering better brand, marketing and customer experience.
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In this Issue: Digging deeper, planting smarter and yielding bigger results. We’re talking marketing...of course....
The Role of Research in Brand Marketing Strategy: Bud Light Gets Weighed Down
Bud Light brings branding science into the picture and their US sales drop for the first time ever. Dramatic, yes. But what’s the moral of the story? Certainly not to ditch research and brand strategy. We’d rather remind ad agencies that strategy is the foundation, but not the whole story. “Drinkability” may be a fine rational benefit, but it’s not exactly warm and fuzzy (or rather, cold and fizzy).
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Think Your Customers are Loyal Because They're Satisfied? Think Again.
When did Satisfaction become the end-goal? If that’s really all you want out of your customers, you may be interested to know that a majority of satisfied customers think nothing of walking into the arms of your competitors. In today’s world of “awesome” and “amazing”, “satisfied” is a pretty static -- and ambivalent -- word. And yet that’s what most companies measure to gauge their performance. You can do better.
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The "New" Metrics of Accountability. Marketers put hard numbers to response rates and conversions every day. But what if you could attach a concrete metric to what drives those decisions? Which touchpoint convinced a prospect to purchase? What part of your brand makes a particular customer segment loyal? It’s not as much of a fantasy as you may think.
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Social Media: A Brand Research Tool? So your organization has a Facebook page and a Twitter account, and you’re having fun...or simply scrambling...keeping them updated. How can you formalize the random bits of input you receive? Or better yet, harness it to help improve your company’s brand / product / service performance? With tools such as Google Alerts, Twitter Search, Social Mention and Radian6, the technological framework is ready and waiting.
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Customer Touchpoints vs. "Moments of Truth" Thank you Richard Normann and Jan Carlzon for bringing the concept of “moment of truth” -- the opportunity for an organization to make an impression on a customer -- into the marketers’ lexicon. But let’s not forget that it’s the touchpoints that will create a positive or negative moment. This post comes complete with some creepy...and real-life...examples of moments gone bad.
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Case Study: Global software company reduces upgrade-related touchpoints by 37%.
 Challenge: How to provide a relevant customer experience across lifecycles. Approach: Understand the experience delivery process, and quantify customer motivations. Findings: Significant disconnects between internal, partner and customer perceptions. Recommendations: Focus on high-value touchpoints. Use customer input to define the upgrade strategy. Results: Lower costs, greater sales, better reseller and customer experiences. Recognize any issues? Download the case study>> |
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Send Touchpoint Insights to a Friend Touchpoint Insights is published by MCorp Consulting, online at
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Touchpoint Mapping®, Loyalty Mapping®, Brand MappingSM, and Customer Experience MappingSM, are registered trademarks of MCorp Consulting. All other trademarks and all trademarked content both contained in this email and linked to from this newsletter remain the property of their respective organizations.
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